Startup Doer and Advisor - @Cred, @Epigamia, @lovefromyours & more | Ex-Head of Growth @Uber_Indi |Grew @Uber Eats from 0 to 3M monthly users| Know a thing or two about holistic user growth, building growth teams and performance marketing & CRM
Have managed over $20 Mn in acquisition budgets for great brands including American Express, Equifax, Just Eat, Volvo. Also work closely with small businesses helping them maximize the ROI from their limited budgets and in many cases helping them develop an organic growth strategy before switching on paid marketing
Have now helped launch and grow multiple D2C brands in the luxury cosmetic, FMCG retail across India, South East Asia and the USA.
Everything from Product, UI/UX, Apps, Brand/Social/Performance Marketing/Lifecycle is now playbooked and battle tested across markets and categories
Easy answer is that video eCPMs could range from anywhere from $10 to $50 or even higher.
Short answer is you can charge as much as you can get away with
Long answer follows
# of visitors is ideally not a metric to benchmark what you should charge. The two primary factors being,
1) Audience Attributes - Assuming you are able to tap into specific public areas, you could segment your pricing based on that. Public areas near big retail stores, dense banking areas etc. suggest that your audience could be more affluent so you can seek high CPMs from brands to show ads in those areas
2) Advertising Objective: You mention a 30 sec non-skippable video ad so not a lot of scope here beyond awareness/consideration but could you potentially bake in a direct response format (say a coupon code for anytime within 1 mile of a Target store). Now if you can prove direct attribution of sales from ads on your platform, it opens up a far more lucrative pricing option where you could charge not only for showing ads but potentially a cut in sales
Had a great conversation with Ankit who was able to offer a strong sounding board for a project we're working on in the performance marketing space. Highly recommend taking advantage of chatting with Ankit! We'll definitely do so again soon.